Essential Communications is an independent Public Relations agency specialising in the travel retail sector.

Wednesday, 13 June 2018

Share the sweetness this Eid with Mars

This Thursday sees the beginning of Eid - an important
religious holiday celebrated by Muslims worldwide that marks the end of Ramadan
– and Mars International Travel Retail is joining in these celebrations with a
new activation called ‘Share the sweetness this Eid’.

The company developed a seasonal proposition for its local
blockbuster Galaxy® Casket 650g, upscaling from its usual 400g to make it the perfect gift for
Eid. The special edition Galaxy® Casket is supported by a ‘Buy 2 get 1 free’ offer and a 360 degree promotional
plan covering many touchpoints throughout key airports including Bahrain,
Muscat, Jordan, Damman, Riyadh, Jeddah and Dubai. Special Eid themed artwork is
being used to enhance the offering and entice the traveller, with perhaps the
most spectacular display being used in Dubai Airport where MITR has produced an
enormous 3d casket filled with gold and Arabic elements (pictured below).

Coming together and sharing gifts is a huge part of the Eid
celebration, and research shows that 37% of people will give chocolate as a
gift and that chocolate consumption is at its highest in this season.

“Eid al Fitr, Eid al Adha and Diwali are the 3 most widely
celebrated seasons across the Middle East and statistics show that the
confectionery category grows +18% during Fitr and +4% during Adha,” says Category
Director Raghav Rekhi. “Our strategy is to drive incremental category growth by
driving penetration through seasonal relevance, leveraging the region’s
favorite brand.”